承创建康 (国医堂×承创堂) | 品牌设计

The concept of “medicine and food homology” in traditional Chinese medicine has a long history and great significance. Under this concept, common substances such as pseudostellaria heterophylla, notoginseng, bird's nest, honey, and poria cocos can not only meet people's taste bud needs but also can be used to regulate various conditions of the human body according to their different characteristics. Traditional Chinese medicine has been inherited for thousands of years. Although the research and development process is long and complex and requires practitioners to have deep qualifications and experience, it has always been regarded as a classical theory that is divorced from modernization.

Under this premise, Guoyitang of Fujian University of Traditional Chinese Medicine and Chengchuangtang jointly developed and carried out a construction and attempt of a limited brand, focusing on the field of dietary supplements and committed to bringing new healthy choices to modern life, emphasizing the properties, flavors, meridians entered, and efficacy of herbal foods.

Compared with traditional Chinese herbal products, it brings completely different experiences in taste, freshness, production methods, and packaging design. In design, we pursue a balance between traditional and modern languages. We vectorize traditional brush calligraphy fonts and moderately exaggerate them in details to give the text logo a sense of pattern. To fit the diversity of product lines, we extract more eye-catching traditional colors and shape category combinations through various changes. At the same time, we convert the stroke direction of the logo into auxiliary graphics and relate the two in various applications. The packaging medium boldly chooses more modern shapes and materials, but the layout is handled more restrained. The cross-integration of ancient and modern concepts is always run through the entire design process.

中医药学中的“药食同源”理念历史悠久且意义重大。在这一理念下，如常见的太子参、三七、燕窝、蜂蜜、茯苓等，它们在满足人们味蕾需求的同时，依据不同的特性，可针对人体的各种状况进行调养。传统中医药学传承了数千年。尽管研发过程漫长复杂，需要从业者有较深的资历经验，但一直被视为脱离现代化的一支古典理论。

在此前提下，福建中医药大学国医堂与承创堂联合研发，进行了一次限定品牌的建设与尝试，聚焦于食补领域，致力于为现代生活带来健康新的选择，强调草药食物的性味归经和功效作用。

与传统汉方制品相比，其味道、鲜度、生产方式和包装设计都带来了完全不同的体验。在设计上，我们追求传统与现代语言间的平衡，将传统毛笔字体矢量化并于细节处适度夸张化，以赋予文字标识纹样属性。为贴合产品线的多样化，提取了更加醒目的一类传统色，通过多种变化来塑造品类组合。同时将标识的笔画走向转换为辅助图形，于各层应用上关联二者。包装媒介尽量选择更现代的造型与材质，但在版面布局上处理的更加克制，古今理念交叉融合，在整个设计过程中一以贯之。